Uses and gratification theory research paper
Uses and gratification theory of mass communication pdf
RQ2: How do generational groups use tablets differentially? We conducted principle components analysis with varimax rotation and scree plot in order to extract the main gratifications for the use of tablets among four generations: Builders 69—99 years old , Boomers 50—68 years old , Generation X 33—49 years old , and Generation Y 19—32 years old Oblinger et al. At the same time although, the demographic in which Abelman discusses touches on three key characteristics for which religious television viewers fall under which are typically older, of a lower economical class, and also of whom are often less educated. This interaction can be effective in their socialisation, shaping their lives and making decisions. Users take an active part in the communication process and are goal oriented in their media use. Uses and gratifications assume that the user has alternate choices to satisfy their need. This theory assumes that there is nothing as an absolute truth. The same study showed that people tend to use their tablets more than any device inside their homes and people are more likely to use tablets on weekdays in the evenings Gartner Inc. Gratification can thus be predicted with some degree of certainty if we know what needs are served by what specific media characteristics. This fact of the matter that Abelman touches on I was not necessarily surprised by. Some people might watch news for information, some for entertainment, and some for self-reassurance. The needs of the particular person are met through the media used. For example, a recent study by Gartner, Inc. Results suggest that the roots of media use are far deeper than previously believed. References Baran, S.
See Table 1 for psychometric information for all items. People choose from their own choices and moods.
Uses and gratification theory research paper
This technology has the potential to assist older adults in their daily living activities, provide for a more convenient and independent life in their own homes, and for diminish the costs of home care services and nursing. It is these different niches of news in which can apply to the uses and gratification theory. The means that transform mass communication into a systematics and interaction were once printed works; but due to technology, their scope and range, that is, their impact area has been broadened. Older adults are less likely to use new technologies for communication and entertainment purposes compared to other age groups. Get Essay The article states that audiences of religious television since , have ranged from million to 40 million to In saying this, the fact that the elderly is more partial to watching religious television did not surprise me yet at the same time the fact that poorer, less educated people did surprise me somewhat. Selwyn, Gorard, Furlong, and Madded examined the use of technology among older people. Keywords: tablet, uses and gratifications, life-span, technology, generations, multi-group model 1. Similarly, internet and mobile phones have become a source of media that tries to fulfill not only the mass communication needs, but also interpersonal needs like interaction and emotional involvement.
K, and Australia suggested that checking e-mail, seeking and reading news, looking for weather information, visiting social networking sites, and playing games were the most common activities among tablet owners Gartner Inc.
People also use media to increase their social interactions by getting topics to talk with the near and dear ones. When placed side by side, they reveal a mixture of shared gratification categories and notions peculiar to individual research teams.
For example, Czaja et al. Television which has many functions such as entertainment, education, and informing is the most common and the most effective mass media.
Uses and gratification theory essays
Contemporary and future models must include concepts such as interactivity, demassification, hypertextuality, and asynchroneity. They are: Affective needs Affective needs talk about emotional fulfillment and pleasure people get by watching soap operas, series on television and movies. People relate to the character and feel the emotions the characters show. Study 1 Pilot Study We utilized a community intervention the Intergroup Communication Intervention, Author a, b with a goal toward increasing technology and tablet literacy. Study 2 Main Study 2. As previously mentioned, people use different types of media in order to satisfy a variety of needs. Media is taken as a means to an end. Selwyn, Gorard, Furlong, and Madded examined the use of technology among older people. Mass Communication and Society, 3 1 , 3— We added 32 items from Study 1. Online media, Internet, is also being used to get information to get this need fulfilled. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Although scientists are likely to continue using traditional tools and typologies to answer questions about media use, we must also be prepared to expand our current theoretical models of uses and gratifications. Social integrative needs The need of each person to socialize with people like family and friends is social integrative need.
The more important nuance introduced in the theoretical conversation by Katz in some of the later specifications of the theory, is that uses and gratifications are both connected to a set of human needs, which are by necessity limited in number.
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